Heist studios
Art Direction, Campaign Design & E-commerce UX
Leading end-to-end creative production and a business-critical product launch across marketing and e-commerce as the sole designer at a fast-growing fashion brand.
OVERVIEW
Heist Studios is a London-based fashion brand operating through a direct-to-consumer e-commerce model.
As the sole designer, I led creative across brand, campaigns and e-commerce during a period of rapid growth.
A key focus was the launch of the brand’s first underwear collection — a pivotal moment that would redefine both product and positioning.
Role & Impact
Brand Designer, leading creative output across marketing and e-commerce.
Owned end-to-end creative output across Heist’s marketing and e-commerce ecosystem
Led art direction and visual production for the launch of the brand’s first underwear collection
Delivered campaign and product launch assets across digital, e-commerce and retail touchpoints
Designed packaging systems and motion assets to support new product categories
Translated UX research into UI improvements to enhance the online customer experience
Collaborated closely with developers to implement design improvements across the e-commerce platform
A Business-Critical Launch, Delivered Under Constraint
To launch the brand’s first underwear collection, I was responsible for delivering the full creative ecosystem across product, web, CRM, social and motion.
Weeks before launch, the team had been reduced by half. Then lockdown hit.
With no access to a studio, photographer or production support, I set up a home studio and directed the entire shoot myself, using a mannequin and a simple lighting setup to produce a full library of product imagery.
From this, I developed all launch assets across the e-commerce experience and marketing channels, ensuring consistency across every touchpoint.
Rather than focusing on what was missing, I structured the work around what was possible — breaking the project down into smaller, manageable decisions to maintain momentum and clarity.
The result was a cohesive launch delivered under significant constraints, with assets that remained in use across the website long after launch.
E-commerce UI DESIGN
Working alongside a UX analyst, I translated research insights into interface proposals aimed at improving the online shopping experience.
This included updates to navigation components, product listing pages and product detail layouts. I collaborated closely with developers to implement these improvements within the existing e-commerce platform. The redesigned UI streamlined the purchase flow and helped significantly improve the conversion rate.
Heist Studios | Homepage design
Heist Studios | Landing pages & AB testing
Heist Studios | Cart, checkout & FAQ pages
PACKAGING DESIGN
In 2019, Heist undertook a packaging redesign to simplify the number of packaging components across the product range and transition to fully recyclable materials.
Working closely with the operations and supply chain teams, I redesigned the packaging system for tights, shapewear and later the brand’s first underwear collection. The objective was to streamline the packaging structure while reinforcing the bold and distinctive Heist visual identity.
The new system was initially designed for e-commerce distribution and later adapted for wholesale partners, requiring additional product information and imagery on the packaging sleeves.
Black Friday Campaign
For the 2019 Black Friday campaign, I created a series of animated illustrations designed to stand out within the highly saturated promotional landscape.
Using the Heist colour palette and combining illustration, product cut-outs and motion, I developed a set of animated assets adapted for social media advertising and CRM communications.
The campaign visuals were produced within a tight one-week timeline and deployed across Instagram, Facebook, Pinterest and email marketing.
